DUBAI, UAE -- The Dubai Gold and Jewellery Group, in collaboration with Dubai Festivals and Retail Establishment (DFRE), has set a new World Record title for the world's longest handmade gold chain; the 5.522-km length gold chain was unveiled for public viewing at Deira Gold Souk bus station, as part of the 20th anniversary celebration of the ongoing Dubai Shopping Festival, according to the World Record Academy: www.worldrecordacademy.com/. Photo: The 5.52km-long 22-carat gold chain took 100 people 45 days to make the four million individual pieces to create. Dubbed the Dubai Celebration Chain, the 256kg piece of jewellery was put together by Dubai Gold and Jewellery Group to mark the 20th anniversary of Dubai Shopping Festival (DSF) this year. KT photo by Shihab (enlarge photo)

The Guinness World Records' record for the longest chain of beads measures 9,520.29 m (31,234.48 ft, 5.92 miles) and was achieved by HelpHarryHelpOthers charity (UK) at the Martineau Shopping Centre in Birmingham, UK, on 10 October 2014.

Guinness World Records also recognized the world record for the longest chain of paper dolls; it measures 7,718 m (25,322 ft 10.56 in) in length and was achieved by Sign Club Co. (USA) in Hendersonville, Tennessee, USA, on 2 August 2014. The creation, which has been named as 'Dubai Celebration Chain' has more than four million links, manually joined together by 100 craftsmen over 45 days for 10 hours each day.

The manufacturers, who joined hands with Dubai Gold and Jewellery group are Siroya Jewellers, Malabar Gold & Diamonds, Sky Jewellery, Joyalukkas and Emarald Jewellers DMCC, supported by over 500 retail jewellery partners who translated this vision into reality.

The shoppers got the opportunity to be a part of history by pre-booking the chain early last month. Shoppers booked options from bracelet weighing eight grams to the chain in different weight from 20, 22, 24 and 26 grams.

Laila Mohammed Suhail, chief executive officer, DFRE, the organiser of DSF, said: "On the occasion of DSF's 20th anniversary, we would like to congratulate Dubai Gold and Jewellery Group for this amazing accomplishment and thank them for their continuous support towards ensuring DSF's success over two decades.

Chandu Siroya, Vice Chairman of Dubai Gold & Jewellery Group, further added, "Dubai, over the years has emerged as the global city and business hub of the region. Continuing the record-breaking tradition of the city, this is yet another world's first to commemorate the 20th DSF. I would like to thank all the partners on board who made this possible.